Author: Eichten, Douglas J.

Publication Year: 1982

Media Type: Book

Summary:

Abstract:

Published by FEDAPT, the Foundation for the Extension and Development of the American Theatre.

Douglas Eichten, marketing director of The Guthrie Theater, discusses the marketing plan:

We can only begin to find solutions to these situations when we initiate a comprehensive planning program for our organizations' entire marketing area. Without a written, well-organized plan, you are subject to judgment calls by your boss, second guessing by the board of trustees and constant controversy within the organization over the marketing activities. (p. 55)

CONTENTS
Mission statements/organizational goals/what we want to be.
Situation analysis.
Marketing objectives.
Target marketing.
Sales programs.
Monitoring system.
The final chapter.
What if.

Arts & Intersections:

Categories: Fundraising